Killing complexity

Position

How does one dispel uncertainty? By putting people in control of their own time with stripped-down, easy-to-use digital tools, all in one place.

Problem

Members tended to visit the MyAviva app only when they had to make a claim. The data locked away in the app worked on many levels, safeguarding and protecting people’s homes, pets, cars etc. One way of encouraging repeat app use was to help people see their unique data as a living stream of reactive information to dispel indifference, creating instead a sense of ownership and empathy.

Possibilities

Kill complexity

Prevent causes and effects of complexity. Digital tools + Sheer number of platforms on a typical mobile device + Life, can be the cause of and contribute to heightened levels of micro and macro stress
Solve; Differing app interaction models / Time anxiety / Planning inefficiencies.

MyAviva concept

Based on Aviva's promise to 'kill complexity' in all aspects of its business, I developed the following idea in my own time. I focused on the following three criteria (issues that many members voiced) to provide a single source of ‘psychological insurance’ that involved combining and simplifying typical digital tasks into the MyAviva app.

Splashscreen variants

Homescreen

Where the data comes from / High-fidelity ‘Homescreen’ mockup variants.

From within the MyAviva app, members are asked to select their favourite third-party apps, e.g. a chat client. MyAviva then combines and presents third-party app data in an easy-to-digest honeycombed navigation that does away with numerous distractions like; branding, varied UI experiences and cross-selling.